Have you had your afternoon cry yet? No? Well you’re about to thanks to this powerful new ad from SickKids.
The two-minute spot isn’t exactly long, but it’s loaded as hell. The premise is simple: these kids aren’t just sick, they’re in the battle of their lives. And they’re tougher than you think, staring down operations, hospital stays and recovery processes that would get the better of many adults.
The ad is, of course also raising awareness for everything that SickKids does, from helping those with cystic fibrosis and cancer to other rare diseases that require the support and ingenuity of some of the top medical teams around.
Part of what makes this ad so powerful is the images of kids battling their diseases. A little boy in the wrestling ring with cancer, another child going through a rehabilitation program while images of boxing flash on the screen. This is strength. These are the fighters. It makes you want to help them and cheer them on. And hold their hands.
It’s devastating at the same time, particularity around the halfway mark, when one patient flatlines on the table and the parents react as parents would, weeping in the hospital halls. If you’re a parent yourself that’s probably the exact moment your own heart will start breaking; and if you’re not a parent, it’ll affect you too — believe us.
Watch the full two minutes, above. Not only will it give you hope for all the great things SickKids is doing, but it will definitely inspire you to dig a little deeper the next time a cashier asks you if you’d like to make a donation.